What is SEO?

Candice Claassen

Candice Claassen

Posted on December 11, 2012

If you’re new to medical internet marketing, you’ve probably heard the abbreviation “SEO” several times without ever really understanding what it means. SEO stands for Search Engine Optimization, and it most likely is the reason why you found this article. In fact, the majority of the websites that we find via a search engine, such as Google and Bing, utilize SEO to deliver the most authoritative and relevant results.
Approximately 80 percent of people use the internet to find health care services. This is great news for many medical business with websites, but the fact is that 90 percent of Internet users never search past the third page of search results, and 62 percent never search past the first page. If your medical or health care business wants to attract visitors to your website, ranking high in search results is crucial. And SEO can help.
When you type a keyword or phrase into the search bar, thousands to millions of results are presented. Search engines must be able to deliver the most appropriate results to online users, and SEO is how they do it. In short, SEO is a process that involves editing a website’s content and programming code in order to help search engines figure out:

  • What the page is about
  • How relevant and useful is the website content to users
What is a SEO campaign?

A SEO campaign is something that the best medical websites will implement in order to achieve the goal of increasing the number of visitors a website receives from search engines, by increasing the site’s visibility in search results. The higher ranked a website, the more likely a person is to click on it. Typically, the first page of results are what is wanted, while the the first three to five listings are the prime spots.
Getting a high ranking on the first page of results can be achieved by targeting specific keywords that users frequently search for and including them in the website content. Most medical businesses will not get a high return on investment if they use 1) competitive keywords (like “pediatrician”) and/or 2) awkward phrases. For example, when optimizing a website for a pediatrician in Atlanta, a specific keyword phrase that might be targeted is “pediatrician Atlanta”. These days, there are several keyword graders available for a medical business to take advantage of. Any medical or health care business can examine the search volume and competition of specific keywords in their area to help determine how the target audience will get to their page through the search bar.
Content, however, is only the first step. There are other important aspects of SEO, such as how a website is structured and how easy it is to understand (both for people and search engine robots). Another important part of an SEO campaign is building links that direct to the medical website. Building links to your page from quality, relevant sources can show the search engine that your website is authoritative and important – and the more authoritative websites are ranked higher.
Overall, SEO is easier that you think. First, create a great site with quality content that provides something people need and are looking for, and then share your site with other great sites to build links to your page – that’s it! A successful SEO campaign will quickly lead to increased website traffic.
 


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